Samuel Adams begins Disruptors promotion
Beer brand Samuel Adams has begun a promotion called "The Disruptors" in Toronto. The initiative will feature a temporary retail location in the city's downtown area that will host a number of small businesses that are "pushing the boundaries in their respective categories," according to the company. The installation will operate from Sept. 20 to Oct. 14 in collaboration with ThisOpenSpace.com. Prospective participants can apply online to use the space at <http://www.thisopenspace.com/sam-adams>. The venue will also offer Samuel Adams product sampling.
"Just six weeks after it launched, Samuel Adams Boston Lager was voted Best Beer in America at the Great American Beer Festival," said Cory Owens, senior assistant brand manager at Samuel Adams. "It was like nothing else on the market and continues to be a model for quality, consistency and craftsmanship. We're looking for brands that embody the same innovative spirit and are carving new paths for themselves in their pursuit of a better way. The Disruptors will celebrate and showcase these brands, and provide Torontonians with a one-of-a-kind shopping experience."